The present paper explores the relationship between the explicit (consumer’s preference) and implicit (EEG measurement) consumers’ responses and the important role of the reward-system. In particular we analyzed the impact of reward mechanisms to support cognitive and emotive processes in evaluating consumer goods. We measured the frequency bands (delta, theta, alpha, beta) at thirty-four subjects while they saw five commercials. Finally, the subjects evaluated the goods and explained their preferences.

Balconi, M., Stumpo, B., Leanza, F., Advertising, brand and neuromarketing or how consumer brain works, <<NEUROPSYCHOLOGICAL TRENDS>>, 2014; (16): 15-21. [doi:10.7358/neur-2014-016-balc] [http://hdl.handle.net/10807/64340]

Advertising, brand and neuromarketing or how consumer brain works

Balconi, Michela;Stumpo, Beniamino;Leanza, Federica
2014

Abstract

The present paper explores the relationship between the explicit (consumer’s preference) and implicit (EEG measurement) consumers’ responses and the important role of the reward-system. In particular we analyzed the impact of reward mechanisms to support cognitive and emotive processes in evaluating consumer goods. We measured the frequency bands (delta, theta, alpha, beta) at thirty-four subjects while they saw five commercials. Finally, the subjects evaluated the goods and explained their preferences.
2014
Inglese
Balconi, M., Stumpo, B., Leanza, F., Advertising, brand and neuromarketing or how consumer brain works, <<NEUROPSYCHOLOGICAL TRENDS>>, 2014; (16): 15-21. [doi:10.7358/neur-2014-016-balc] [http://hdl.handle.net/10807/64340]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/64340
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